Australian lamb hilariously bridges the generation gap in its most bonkers ad yet

Meat and Livestock Australia is known for its blockbuster spots, and the latest from The Monkeys doesn’t disappoint

Published On
Jan 10, 2024
A young and old woman embracing

Editor's Pick

Generational humor, done right, has exceptional appeal—with universal truths that can draw in consumers of all ages. (See: Progressive’s Dr. Rick.) Now, we get the most epic example of this in the latest blockbuster spot from Meat and Livestock Australia.

The industry group—which has been an unlikely source of amusing big-budget spots for years—has rolled out a three-minute film from agency The Monkeys that swings for the fences with the most comically exaggerated showdown between the generations. 

The battle is mostly between boomers and Gen Z, though millennials get their say as well. Most amusingly, Gen X repeatedly tries to chime in but keeps getting cut off—a great way to illustrate its irrelevance in the grand scheme.

 

The film was directed by Aimée-Lee Xu Hsien and Trent O’Donnell through production company Rabbit.

That the spot plays so well here in the U.S. is pretty cool, given there’s a ton of specific references only Australians would get. And if the idea of lamb bringing people together feels as absurd as the creative approach, there’s something to be said for just embracing that kind of hyperbole—making people everywhere smile is actually unifying, even if the product isn’t really.

The spot comes in the wake of Meat and Livestock Australia research into the generation gap suggesting we’re not as divided as we think. For example, 39% of millennials said they love a beautifully manicured garden, usually preferred by older folks, and 37% of Gen Z admitted to stealing slang from other generations.

Most pertinently, 47% of Aussies said an outdoor BBQ is their favorite meal to share with friends. Lamb optional, but encouraged.

“With growing differences in wealth, opinions and ways of communication, the generation gap in Australia has never been wider,” said Scott Dettrick, creative director at The Monkeys. “The various frustrations this year have each generation throwing tropes around, looking for someone to blame. When you scratch beneath the surface though, it’s attitudes, not age, that divide us.”

Dettrick added: “Maybe if we just got around a lamb BBQ and had a chat, we might find out that Grandad is actually pretty cool, or all that stuff millennials know can be really useful. Our entire creative process this year was a fun generational debate, and with multi-generational directors and editors on the films, it was all very method.”

“Pop culture would have us believe that the generations are practically different species,” said Graeme Yardy, domestic market manager at Meat and Livestock Australia. “Apparently, boomers are unable to master the basics of technology whilst zoomers spend every waking moment making TikTok dances, and millennials spend too much on avo toast and craft beer. But in reality, there’s far more that unites than separates us.”

He added: “Whether it’s a love of our sporting heroes or our beautiful landscapes, the best of Australia always brings us together. What better way to break down the generational divide than over an epic Aussie lamb BBQ, the ultimate unifier? Lamb should be on the shopping list of anyone looking to celebrate this summer.”

Credits

Date
Jan 10, 2024
Client :
Meat and Livestock Australia
Agency :
The Monkeys
Chief Creative Officer :
Tara Ford
Creative Director :
Scott Dettrick
Creative Team :
Jake Ausburn
Creative Team :
Alex Polglase
Head of Production :
Penny Brown
Senior Producer :
Elliot Liebermann
Production Coordinator :
Emily Coleman
CEO & Co-Founder :
Mark Green
Managing Director :
Matt Michael
Business Strategy Director :
Kit Lansdell
Head of Business Management :
Topher Jones
Senior Business Manager :
Celine Dinant
Business Executive :
Matt Stafford
Production Company :
Rabbit
Director :
Aimée-Lee Xu Hsien
Director :
Trent O'Donnell
MD/Partner/Executive Producer :
Alex Hay
Partner/Executive Producer :
Lucas Jenner
Producer :
Morgan Hind
DOP :
Emma Paine
Production Design :
Virginia Mesiti
Casting :
Citizen Jane
Post-Production :
The Editors
Edit House :
The Editors
Editor :
Grace O'Connell
Editor :
Stu Morley
Executive Producer :
Rita Gagliardi
Lead Flame Artist :
Stu Cadzow
VFX Supervisor :
Andreas Wanda
Colorist :
Greg Constantaras
Music & Sound :
MassiveMusic
Composer :
Haydn Walker
Sound Designer :
Simon Kane
Producer :
Katrina Aquilia
Media Agency :
UM
Client Partner :
Lauren Thornborough
Senior Creative Connections Planner :
Cayley McArthur
Senior Planning Manager :
Bernadette Banasik
Senior Partnerships Trader :
Joshua Coles
Trader :
Jess Curran
PR and Social Agency :
One Green Bean
Head of Creative Innovation :
Hannah Stalder
Head of Content :
Laura Byrne
Account Director PR :
Molly Dodwell
Account Director Social :
Amy McCann
Senior Content Creative :
Jack Williams
Content Creative :
Gabi Kearney
Senior Account Executive :
Bridget Patterson
General Manager Marketing and Insights :
Nathan Low
Domestic Market Manager :
Graeme Yardy
Brand Manager :
Derek Lau

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